Advertisers
started with traditional media like newspapers, TV, and magazines. As
the internet became a more important piece of the daily lives of
consumers, advertiser started flocking to online
advertisements.

Today online advertising is a massive
moneymaker with Google sitting at the top of the heap. As the
internet moves to other platforms like mobile phones and TVs, Google
is making moves to ensure that its advertising program is ready.
There are a number of devices and platforms that bring internet
content to the TV screen in homes around the world. The type of
content that can be accessed in the living room varies greatly and
includes streaming move rentals, TV shows, and social
networks.

Google, Intel and Sony are all teaming up on a push
for a new
set top box called Google TV reports the New
York Times.
Google TV is looking to bring internet content to the TV via set top
boxes and integration directly into TVs.

Google is clearly
looking to get its foot in the door in the market so it can reap the
money to be earned form more advertising viewers. Sony will benefit
by getting TVs with the advanced internet access functionality into
homes first. The hardware to make the magic happen will be the
popular line of Intel Atom processors.

Google and its partners
are looking to Logitech for accessories to go with the Google TV
system. Logitech is reportedly making a new remote control for Google
TV that has a small keyboard built-in. Logitech already makes one of
the best selling lines of universal remotes around with its Harmony
universal remote controls.

Google TV will run the Android
operating system and the browser used will of course be Chrome. The
service will reportedly be open to outside developers with Google
providing a SDK in an attempt to get developers to adopt the Google
TV platform and design applications for it. People with knowledge of
Google TV tell the NYT that
the project has been going for months. Google is said to be running a
limited test of the service with Dish Network
already. Reuters reports
that Google, Intel, and Sony offered no comment on
the project.

One person close to the project told the NYT,
"Google wants to be everywhere the Internet is so they can put
ads there."

There
are already a number of devices on the market that are capable of
providing access to web content in the living room. In 2008, Intel
announced the development of a new
SoC that promised to bring internet to the TV screen and the
Yahoo Widget channel was the first service to use the SoC. The Yahoo
Widget channel provides users small applications that run at the
bottom of a TV screen providing things like weather and sports
scores.

Apple has its Apple TV device, which has not been
successful. More recently, Netflix has been teaming up with several
makers of game consoles and set top boxes to provide access to its
streaming movie rentals. One of the first dedicated boxes for the TV
that could stream Netflix was the Netflix
Player from Roku.

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quote: you can't avoid coming across sites with their ads or having traffic, at some point, routing through their servers.

Yes but there is a BIG difference between something like ads being shown on a page and the person browsing the web actively choosing to use a service. Just because something is slipped in the mix doesn't mean you are "using it".